This past week, I attended the 2-day Social Media World Forum Europe conference. It was absolutely impossible to attend every relevant and interesting session across the two days. Try as I might, I missed some of the highlights from the conference but captured some great sound bites on influence and measurement from the Social Media Marketing track on Day 1 and the Social Business track on Day 2. Tweeting from my own account (@jacqui_flemimg) and @TweetLevel, here are my “notes” from Olympia from Day 1.
Chris Brogan, of Human Business Works, kicked-off Day 1 and I must admit I was a little gutted I missed this as it turns out he is regarded as a social media rock star who says stuff like this:
‘We don’t make trends, they just happen’ @chrisbrogan #smwf
The first session I attended was a panel discussion on the evolution of conversation. The panel lacked a solid narrative, but I was impressed with Benjamin Ellis (blogger/author), Delphine Remy-Boutang (WW Social Media Director, IBM Software Group) and Kerry Bridge (Social Media Manager, Global MB , Dell) and their insights on conversation and social media strategy.
Listening to @DelphineRB and @KerryatDell on ‘the evolution of the conversation’ panel at #smwf currently on the role of internal training
Benjamin brought up a very good point here — social media isn’t just about platforms and “engagement” but rather how a business adapts to the era of the social customer. This supports the idea that most brands are looking at social media and influence backwards, replying on scores and fan numbers rather than business goals and objectives. More on that later.
Qu. to the panel, will visual content change anything? Simplicity, agility, stay true to tone of voice, curation… #smwf
The raging popularity of visual content is really no different when it comes to strategies for bringing relevant content to communities. This point was emphasised by Delphine who felt that it was most important for brands to say true to their established tone of voice through visual elements.
Instagram, Pintrest… What does the panel think will be the killer technology for 2012 for social media marketing? A lacklustre question, but it yielded perhaps the best quote and tip of the two days:
“Who has studied storytelling…?! The killer tech for 2012 is storytelling” @benjaminellis #smwf Find the story >> best tip yet today
Second panel of the day now on Social media engagement measurement and metrics with Allister Frost (Head of Digital Marketing Strategy, Microsoft), Reggie Bradford (CEO, Vitrue), Jonathan Bean (COO, Mynewsdesk) and Patrick Salyer (CEO, Gigya); there were just a few too many vendors on this panel for my taste. The panel skirted around the role of business objectives in social media measurement, perhaps due to the fact that the vendors wanted to talk about real-time analytics and data science?
Social media engagement measurement and metrics panel now at #smwf; what are the killer metrics? KPI – how about business objectives?
Finally, eConsultancy’s Vikki Chowney asked the killer question! Business objectives are as unique as your business and should drive metrics and KPIs, said Allister, however we still need to look at engagement metrics, though he agreed we need to move beyond this. Some wise advice:
From @AllisterF “As unique as your business. We should be measuring engagement metrics… but we need to move beyond this.” #smwf
Given that we are in an age where every company is a media company, I find it interesting that #SMWF Europe invited a publishing company to present a case study on measurement, but I can’t fault Cathy’s presentation. She was perhaps one of the best speakers of the two days.
Next up in the engagement and measurement session, a case study from @cathyma from IPC Media #smwf
This is a VERY important point from Cathy and a cheeky plug from me. Altimeter’s recent report on The Rise of Digital Influence dives into this further. I strongly recommend ; -)
After a networking break (read: quick snooze in one of the event’s FatBoy beanbag chairs) Twitter’s
Bruce Daisley (UK Sales Director) took to the stage for the afternoon keynote. I believe it’s fair to say that we were all expecting something a little different from the keynote.
#SMWF Afternoon keynote now from @brucedaisley, UK sales director at Twitter.
I mentioned earlier that the audience seemed to expect something a little different from Bruce Daisley. Speaking with those sitting around me (and on Twitter) there was a palatable sense his keynote was bit too “salesy” and that he was preaching to the choir.
The final session in ‘Engagement and Measurement’ included Lee Griffin (Commercial Director, TBG Digital), Dr Simone Kurtzke (Social Media Manager, Visitscotland), Henry Juszkiewicz (Chairman and CEO, Gibson Guitar Corporation) and Azeem Azhar (CEO, Peer Index) talking about monitoring and measurement. It would be impossible to sum up this panel discussion… it was very odd. The two practitioners, Henry and Simone, appeared to agree that it is impossible to pay attention to all social media data, but you do the best you can. Lee and Azeem meanwhile had their own agenda.
Monitoring and measurement panel now discussing the value of data and insights to inform strategy and spend #smwf